AMA: Shopify Senior Product Marketing Lead, Stephanie Kelman on Product Launches
July 25 @ 10:00AM PT
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Included Templates
Shopify Product Launch Template
👋 Stephanie Kelman
I’ve been in product for over 17 years and I love it! I’ve done everything from inspirational consumer brands like Nike and Abercrombie to tech innovators like Shopify. I love bringing new products to market and growing teams. Contributing to this community brings me joy.
Shopify Senior Product Marketing Lead • 1y
Using the product UI as one of your marketing channels for a launch can be so effective because you are meeting your customer where they are. It also reduces friction in ...
1173 Views
3 requests
Shopify Senior Product Marketing Lead • 1y
Here are some of my learnings from successful product launches: Don’t launch a half baked product, you don’t get a 2nd first impression and you will burn trust with your ...
833 Views
1 request
How do you think about bundling or 'holding' launches for a regular launch cadence vs releasing when ready?
What approaches have you tried, and did they work? How did you get buy in from the product team?
Shopify Senior Product Marketing Lead • 1y
I don’t agree with the strategy of “holding” back feature launches for a regular launch cadence. Tech moves fast and you should be constantly shipping. Launch the feature...
871 Views
2 requests
Shopify Senior Product Marketing Lead • 1y
There isn’t a big hidden secret to prioritizing channels for your product launch. Choose the ones that have the best performance for your target audience. This may change...
805 Views
1 request
Shopify Senior Product Marketing Lead • 1y
Be the expert in what the market and customer want. Do your homework and get the data to back it up. If you can show up to your product team with valuable insights from y...
1181 Views
1 request
What tactics do you use to effectively incorporate new, creative aspects into product launches that can so easily become routine and mundane?
In the SaaS world especially, I feel like it's easy for PMMs to fall into the pattern of checking off the "traditional" product launch activity boxes. This may be because of limited bandwidth and resources or restricted budget, which can ultimately keep PMMs doing the same things that have previously worked. For me, this has often stunted my creative aspirations, and led me to feel more like a project manager than a standout Product Marketer.
Shopify Senior Product Marketing Lead • 1y
Finding new and creative approaches to product launches is one of the most exciting yet hardest parts of GTM. Product marketers have to break free of the GTM checklist. I...
810 Views
2 requests
Shopify Senior Product Marketing Lead • 1y
My best 'do not miss' piece of advice for product launches to make sure that your product positioning is solid and differentiated. It needs to be rooted in specific benef...
736 Views
1 request
Shopify Senior Product Marketing Lead • 1y
I've seen many product marketers who work really hard on a product launch, ship a beautiful campaign, and report back on their email open rates, click thru, page views, e...
1476 Views
1 request